Traditionally, the job of beer is to make other people better looking – not the other way round.
Some bods in Japan (because of course Japan) have now invented a beer that will improve your appearance with the more you drink. Imagine that, getting more handsome with every brewski consumed.
But banish all thoughts of some rookie outfit sourcing ingredients from dragon teeth and pixie teardrops right now, because Precious is the latest product from Suntory, a global icon of drinks manufacturing, who've injected five per cent alcohol and two per cent collagen into their new beverage.
Yes, that's right, collagen. Capitalising on a growth industry that sees thousands of Japanese females apply collagen in liquid form in the pursuit of smoother skin, this is how Suntory are able to sell a drink as a beauty product. There's now even an advert for the beer. So it has to work. Right?
Currently only available to buy in Hokkaido, something tells us it might be a while before we see this rolled out on a global scale.